-- COOFANDY, EKOUAER, and Zeagoo are excited to announce their participation in the 2025 Munich Oktoberfest, alongside a special offline pop-up event in partnership with Substanz Club, one of the city’s most iconic music bars. The event will take place from September 20 to 22 at Substanz Club, located just 700 meters from the main festival grounds. Centered around the theme “More Beer, More Bold, More You!”, the collaboration blends traditional festival spirit with modern fashion culture.
This collaboration marks the brands’ first appearance at a globally renowned cultural event and underscores their collective focus on delivering immersive, high-impact experiences that connect fashion with local culture and community. By embedding their presence within a setting that blends tradition with global visibility, COOFANDY, EKOUAER, and Zeagoo seek to strengthen their footprint in the European market and explore new expressions of fashion within the context of cultural celebration.
Designed to break boundaries between fashion and festival culture, the event invites guests to engage, style, and share their experience—both online and on the streets of Munich.
Three Brands, Three Immersive Zones
At the heart of the event are three distinct brand experiences, each offering an engaging, hands-on encounter designed to bring the brand personality to life while inviting attendees to participate, play, and connect.
- COOFANDY: Men’s Style in Motion
In the COOFANDY Men’s Fashion Zone, visitors can take on the classic “Masskrug” beer mug lifting challenge—a nod to Oktoberfest tradition—with a stylish twist. Guests will also have the chance to capture retro-inspired festival looks at dedicated photo stations. Participants can walk away with exclusive COOFANDY giveaways, including 400 custom canvas bags, 1,200 brand introduction cards, and 150 branded hats (with 50 distributed daily).
- EKOUAER: Comfort Meets Celebration
The EKOUAER Comfort Corner invites guests to test their senses with the “Blind Touch Challenge,” an experience that highlights the brand’s signature soft, skin-friendly fabrics. This zone is all about ease and elegance—perfectly aligned with the festive, relaxed atmosphere of Oktoberfest. Visitors who take part can receive 400 branded canvas bags, 1,200 brand introduction cards, and 90 premium eye masks (with 30 sets distributed each day).
- Zeagoo: Style at Speed
At the Zeagoo Fast Fashion Check-in Zone, speed and creativity take center stage. Guests are challenged to assemble a complete festival-ready outfit in just 30 seconds, then strike a pose inside a custom selfie frame to capture and share their look. Those who participate have the chance to win 400 custom canvas bags, 1,200 brand introduction cards, and 100 curated gift boxes containing items like cosmetic bags and towels (with 33 prizes available daily).
Each brand zone is designed to offer a distinctive, memorable interaction, combining playful challenges with tangible brand touchpoints. In total, over 3,600 branded gifts will be distributed across the three-day event, reinforcing brand awareness while leaving guests with stylish, functional keepsakes that extend the experience beyond the venue.
From Street Style to Screen Share: A Connected Brand Experience
To amplify the reach of this activation, a select group of influencers and content creators will attend the on-site event at Substanz Club, capturing and sharing their experiences in real time across social platforms. Through authentic storytelling and dynamic content, they will bring greater visibility to the event, using campaign hashtags such as #BeerFashionClash, #Oktoberfit, and #MünchenStyle to drive online engagement and community participation.
In parallel, each brand will roll out exclusive online promotions during the festival period. From September 10 to October 10, customers in Germany and the UK can enjoy limited-time discounts of 15% to 20% on featured items across COOFANDY, EKOUAER, and Zeagoo’s Amazon stores. This integrated approach ensures a seamless connection between offline experiences and digital conversion, while also empowering a broader community of brand followers to take part, share, and benefit from the activation.
Select hero products from each brand will be featured as part of the promotion, combining festive flair with comfort and style—perfect for Oktoberfest.
From COOFANDY, the Men's Stretch Slip-On Jeans offer all-day comfort with an elastic waistband and rugged design—ideal for festival fun and casual outings. The Knitted Short-Sleeve Turtleneck Shirt adds a modern edge to traditional looks, great for layering or standing out in the beer tent.
EKOUAER brings cozy essentials like the Women’s Long-Sleeved Thermal Tops, perfect for layering during crisp Oktoberfest mornings. The V-Neck Button-Down Nightdress offers soft comfort and relaxed style, ideal for winding down after a full day of celebration.
Zeagoo channels Bavarian charm with the Lace Dirndl Blouse with Half Sleeves, featuring floral lace and pearl buttons for a classic festival look. The Short-Sleeve V-Neck Dirndl Blouse combines vintage embroidery with a flattering fit—perfect for both Oktoberfest and everyday styling.
These featured items, along with many others, are available at discounted prices on Amazon Germany throughout the campaign period.
Looking Ahead: From Cultural Connection to Brand Evolution
In fusing fashion with local tradition, this activation has demonstrated how brand experiences can move beyond the transactional, becoming touchpoints for community, creativity, and cultural dialogue.
Through this immersive and participatory pop-up, the three brands reimagined what it means to “show up” in a market—not just to be seen, but to be experienced. Each brand translated its core values into a form that was not only wearable but shareable, relatable, and emotionally resonant.
Looking ahead, these brands will continue to invest in cross-cultural storytelling, experiential retail, and digitally connected campaigns that bring their audiences closer—across borders, platforms, and everyday moments.
Contact Info:
Name: Charlotte Liu
Email: Send Email
Organization: COOFANDY
Website: https://coofandy.com
Release ID: 89169637
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